When you invest and staff a factory, it's something significant, and it lasts.

When Heinz gets shelf space at the supermarket, the status quo is powerful and that shelf space might last a generation or two.

Today, the smart money is investing in digital assets, and legions of entrepreneurs are trying to build long-term value online, where it just seems so easy. 100,000 downloads of your new app, or a quick rise to #1 for your new ebook or a million 'hits' to a new website.

Easy come, easy go.

The digital asset that matters is trust. Awareness first, then interaction, and maybe a habit, but all three mean nothing if they don't lead to permission and trust. The privilege of connection.